WHAT I WISH PEOPLE KNEW
SOCIAL VIDEO / CREATIVE DIRECTION | National 4-H Council
Social media was sold as a platform for connecting across all walks of life, but that’s only possible if we choose to listen.
STATEMENT.
4-H tasked BRINK with messaging this social media campaign to empower teens to share their lived experiences around personal and sensitive topics.
Our approach was to be matter-of-fact and real, not sanctimonious — we didn't want it to feel emotionally manipulative nor trying to say "hey fellow kids."
Aesthetically, we developed a new animated language that used the 4-H brand as a jumping point while adding an arts and crafts feel. Showing user interfaces built from analogue elements brings together the digital and the human in a way that reminds you of the "social" in social media.
This work was used to engage local clubs and played during their national conference, spurring user generated videos from 4-Hers across the country.